Here’s how I built seamless replenishment journeys to boost repeat purchases and foster loyalty.

The Ask

Develop a replenishment framework for Nike that encourages first-time and repeat buyers to refresh, upgrade, or expand their product selections through a journey tailored to function, innovation, and personalization. Special attention was given to enhancing the member experience for women, addressing their unique shopping behaviors to increase conversion.

The Challenge

With no existing replenishment journeys or prior tests in the region, we aimed for a +50% growth in repeat purchases by FY26—launching with limited personalization options and designed to scale into dynamic, data-driven recommendations over time.

The Results

The replenishment tests are currently in testing, with early results showing promising increases in repeat purchases and customer engagement, setting the foundation for future growth and scalability.

Audience Strategy
& Framework

Built a targeted approach focused on first-time buyers and frequent purchasers, enhancing their journey based on nuanced needs and behaviors.

Guiding Principles for
Key Segments

Our insights helped shape unique journeys across distinct audience profiles, with tailored communications for each product category. This segmented approach allowed us to engage customers through targeted messages on email and app platforms, inspiring repeat purchases.

Email & App Threads

A total of 22 targeted email and app threads were designed to foster deeper connections and drive repeat purchases.

Year: 2024

Client: Nike EMEA Lifecycle

Team:

  • Strategist: Priscilla Smart

  • Designer: Dalton Shaul

  • Design Strategist: Corinna Scott

  • Writer: Kendall Sand

  • Creative Director: Ari Vance-Borland

  • Project Manager: Nadya Matiya